San Diego is dangling a $1.6M contract for a water conservation PR program as California grapples with an historic drought and water restrictions.

The city, under state mandate to cut its water use by 16% by February, released an RFP on June 25 via its Public Utilities Department for the public education communications campaign, noting San Diego is in "Drought Response Level 2," calling for a thorough outreach campaign.

The work may include public service ads, public and media relations, strategy development and other outreach.

San Diego Mayor Kevin Falconer is a former Porter Novelli exec. 

Proposals are due Aug. 5. The RFP can be accessed via the city's online procurement system.